The Impact of Digital Marketing
	IMPACT ASSESSMENT

In the fast-changing, cluttered world of digital marketing, it is often difficult to stay ahead of the curve. With limited control over respondent recruitment, various site regulations and strict screener requirements for alcoholic beverages, our beverage industry client found it challenging to develop a sound methodology to test online campaigns in respect to site placement, media allocation and type of creative (i.e., rich media vs. Flash vs. video).

As our client started investing more of their media spend in digital marketing, it was important to evaluate the overall impact of online advertising. To evaluate the success of various campaigns, The Pert Group employed a variety of strategies:

• A test/control cell methodology, using “cookie” technology, assessed the performance of respondents exposed to the ads versus respondents unexposed to the ads, across a wide variety of key performance indicators, to determine the incremental lifts sourced from the digital advertising.  
• Furthermore, analyzing the data by creative (rich media vs. Flash vs. video) and by site offered insight on the appropriate media weight and creative rotation. 

As a result of the findings, our client determined that they should allocate 20 percent of their advertising budget to digital marketing next fiscal year. Additionally, the analyses provided guidance to the creative agencies developing the client’s future digital marketing campaigns and served as an invaluable resource for the client internally.